Burberry Uses Roblox to Promote Harrods Takeover
Roblox users can participate in scavenger hunts to receive in-game prizes.
For the month of February, luxury brand Burberry has taken over the exterior of British department store Harrods in order to celebrate Burberry’s focus on outdoor exploration.
The takeover sees Harrods’ green awnings temporarily replaced with Burberry Check tent canopies, while the store’s windows are decorated with a variety of camping gear, such as guy ropes and carabiners. Harrods shoppers will be able to purchase more than 40 Burberry products in a capsule collection.
As part of this takeover campaign, Burberry worked with Roblox developer Sawhorse to launch a “Burberry at Harrods” Roblox experience that allows people to explore a virtual version of Harrods, participate in scavenger hunts, and unlock virtual items for their platform avatar.
The Roblox experience features multiple scavenger hunts of increasing difficulty that ask players to use their platforming skills to collect key items scattered throughout the environment. During these scavenger hunts, players can also collect in-game coins that can be used to purchase virtual items.
As players complete the scavenger hunts, they’ll receive Burberry mystery bags containing additional in-game content.
In addition to purchasing items with coins, players can spend Robux (Roblox’s premium currency) on additional items.
In a statement, Phillip Hennche, director of channel innovation at Burberry, commented on the Roblox experience:
“We are thrilled to launch our Harrods takeover experience in Roblox. Following the success of our previous experiences on the platform, we have created a new, exciting way to tell Burberry’s story of exploration and the great outdoors. We look forward to inviting our global community to explore our brand and takeover of one of London’s iconic department stores in an immersive experience.”
Burberry’s real-world Harrods takeover and the associated Roblox experience will run through February 29, 2024.